Ever run a campaign and be a little disappointed with final conversion rate? You made sure the target audience was accurately reached, you managed to get many users onto the checkout page, but you just weren’t able to close the sale? You’re not alone. It’s well documented that 95% of basket page visitors abandon their cart. Maybe they don’t have time; maybe they found a better offer. Either way, a well-structured use of Remarketing Campaigns can dramatically increase your ability to convert these abandoners. We’ll take a look at some best practice considerations to help you drive incremental sales.
Define Goal and Audience
Every campaign should first have a clearly stated goal. Next, a remarketing campaign by definition targets those who have already visited your website. With that said, a remarketing campaign’s goal should focus on bringing past visitors to perform a specific action, e.g., make a purchase, download a pamphlet. To increase the effectiveness of a campaign, one must further define their audience. A helpful way to segment would be by a sliding scale of interest. The level of interest could be based on the number of pages a visitor viewed or how far they made it through your funnel before leaving. This will allow you to target visitors with different levels of interest and more precisely adapt your message.
Start with the hottest leads
A hot or strong lead is a lead that visited multiple sites on your page or made it partially through your sales funnel. These are the leads that should be focused on first and with the most enticing offers because they are closest to being converted. When pursuing hot leads, you must consider which landing page that they are sent to. A landing page with a top selling product or conversion rate would perform much better than a homepage or landing page that only gives additional information. Lastly, a quality call-to-action, “Get your free trial now”, will increase your clickthrough rate and performance of your ad.
Example: A visitor came to your music streaming website and clicked through multiple pages until exiting on the price listing page. While searching the web for other music streaming websites, the visitor sees your ad for a free trial thus enticing her to sign up and converting the visitor.
Nurture Cold Leads
Next, a cold lead can be described as a visitor that only visited one page of your website or has not visited your site for a long period of time. Cold leads hold less value then hot leads so they have less importance. Here, your aim should be to nurture the lead by sending them back to your site to provide them with more information. The landing page of these ads should be one of the top performing lead generation pages. This allows for additional contact with the users to further define the lead and increase their interest. The goal for the marketer should be, ‘how can I help you further customer?’ and at the same time solicit further information about that users’ interests.
Remarketing to Converted
The 80/20 rule of basic marketing suggests that 20% of your customers produce 80% of your total sales. For this reason, remarketing to converted customers is becoming increasingly essential to marketing campaigns. Continuing your relationship with the customer after their initial purchase will contribute to your brand loyalty and repeat customers. This usually comes in the form of emails but can also be display ads.
When budgeting, it is important that you spend more trying to convert hot leads then cold. This will shift your focus to the customers who are highly interested in your site then from the customers who show little. While remarketing is very useful, if you come on too strong it can be seen as an annoyance. Frequency Capping limits the amount of times a specific users sees your ad. Also, a useful tool that can be used to segment your leads is the Audience Duration. This will allow you to target an audience that has been to your website within a set period of time. Next, creating multiple unique ads for one AdGroup will allow the ads to cycle and avoid fatigue from customers. Last and most importantly, an ad campaign is never completely finished. It needs to be monitored and tested continuously in order to optimize its performance.
To wrap it up, your remarketing campaign should be focused to achieve one specific goal. The campaign should reach this goal by creating and continuing relationships with visitors. A highly optimized campaign finds customers along specific points in their relationship and sets them on a uniquely identified path that increases the likelihood of a conversion. A marketing mix without a remarketing campaign is not being persistent enough to recapture lost customers. It is like a bucket of water with a hole in the bottom. A remarketing campaign attempts to plug the hole to save as much water, or customers, as possible.